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Now, the domestic sporting goods market has entered the worst of times, the general decline in the overall performance. Anta (stores) Sports (02020.HK) net profit for the first time since the five-year decline; Olympic sports (01968.HK) turnover decreased by 37.5%, net profit of 778 million yuan from the 2011 drop 60.1 percent; Nike Greater China growth has lagged behind the global market growth rate. The best time Adidas seems to usher in Beijing after the Olympics. March 8, in the "Economic Observer" interview, general manager of high Skyline Adidas Greater China director for reform over the past year made a detailed anatomy. Skyline High, said one business focus in 2013 is to expand the shop's lower-tier cities, plans to sell 800 this year, of which two-thirds of the lower-tier cities, China's future growth in the vast majority of consumer demand generated in the low line city. In this regard, adidas by the census and its own research to develop a list and order of a single shop. "countryside" timetable "After 2008, Adidas first encountered the stock crisis, when the 2009 crisis, when industry-wide inventory, Adidas has come up with solutions, such as the country is again divided into six zones, increase support for dealers efforts, but also the first to propose Adidas 'channel sink', high Skyline its managing director of China announced that it will expand the market to six-tier cities, the whole industry think that's incredible. "key road sports consulting firm founder Zhang jordan 3 katrina 2018 said. Adidas had developed a strategy called "the road leading to 2015", the Strategic Plan to 2015 deep into the whole China over 1400 low-tier cities, currently only extends the half. High Skyline recalled that in early 2000, when most of the Adidas shop are open at one to three tier cities, so most of the stores are in major cities, and now need to change this deployment. Adidas research team first national census information in 2010, to understand the population and level of economic development, wealth levels in different provinces, in addition, also received data from retailers, fast-food restaurants and other industries, is also investigating how many open every place banks, schools, department stores, etc., after these data were aggregated, and then analyze how much Adidas currently has market share in that city or region, the number of competitors share, enter that area there is much opportunity. For example, this place Adidas market share is very low, you want to increase market share, or where the blank, by this way also came in a sequence, press has gradually go to these places to shop. This is the Adidas shop in a future roadmap. What order open, where the first open, where after opening, have carried out a very rigorous calculations. High Skyline Adidas represent the number of shop next year we will continue to rise, mainly in lower-tier cities. He revealed an ongoing project, through this project to determine how fast attack to enter these low-tier cities, how to help dealers sell more quickly in these places, and can more easily buy goods from Adidas, provide to that place to go. In some low-tier cities, few international brands involved, in this case, high Skyline said, "We will do an assumption simulation, and then shop accordingly and then develop our plan." He stressed that the low-tier cities consumers increasingly want to buy an international brand, which Adidas to create a good environment, but with the entry of Adidas, while some of our competitors will have to come, competit Cheap foamposites for sale ion will become even more intense. Overall, Adidas's goal is to further China 2015 1400 low-tier cities, and currently only open 350, less than half. Skyline High, said this is because in 2012 the overall economic environment is not very good, not only for the sporting goods industry, there are a lot of other industries have suffered a challenge, so a little change of pace and a little shop plans. throughout 2012, high Skyline and his team have a very important task is and dealers "make friends." High Skyline said, to go deep into China so many low-tier cities, adidas is no way to totally self-employed, you need to shop together through distributors, and dealers is required by their "friends" to find their own partners to offline Local shop smaller cities again. In the 18 months prior to 2013, for the low-line market, Adidas has also changed the media delivery ratio and core marketing communication strategy, trying to further enhance low-tier cities in brand awareness. It will spend more on low-tier cities in the media, such as television advertising. "We are now offering television advertising mainly for low-tier cities, because there is more use of television." High Skyline said. eliminate Stock Adidas suppliers from Adidas to ensure that they earn the highest profits. As for how to do it, said high Skyline through digital reading. Every day, each one selling point, a list of each Adidas require auto sales data in real-time feedback. Upon receipt, the Adidas team will integrate the data into standard systems and reports, and then analyzed. About the display data of the report, the data in the form of dealer stores and outlets and turned over no difference in time to be included sales, trading category, each product price points. "Hard to say if there is any difference, then, is that we have 100% of its stores data replenishment system, but auto shop may be 80% to 90% to provide such data to us." High Skyline explained. The most basic, these data can be found in consumer trends Shanghai and Beiji Retro jordans for sale ng is very different, such as the southern city of Hong Kong fashion preferences, and some northern provinces, the trend is more like Korean style; and low-tier cities in China, Adidas blue sales of running shoes better, more beautiful orange shoes the best cities on high sales, it is because the latter uses high-tech equipment, such as better shock absorption, higher prices. These data also reflect that a storefront is male or female customer customer more and more kinds of products are more preferred. In order to ensure that consumers enter the store when you want to buy the product he / she will be able to find. using data stores in different areas of analysis, Adidas can help dealers purchase. Skyline New Product Showcase pointing high says, "When the dealer came in here, he can rely on his experience and personal preferences procurement of products. With this data in the future, however, we can tell them that you want to buy this pink shoe, the shoe piece in your area are selling well in the past. If there is no data to support it, everything is very subjective, with this data to support future, everything is documented. "" Through these surveys, we make a carefully selected product category, sold to raise rates. "High Skyline said. Adidas declared goal is to become the most profitable of all the distribution partners, the most profitable business partners. High Skyline says only do this in order to allow reseller partners willing to invest their money earned in the future in new store openings. above the key road sports consulting firm founder Zhang said early Adidas rely on a strong supply chain management in the Japanese market have been successful, and now transplant effective in Chinese market, when the whole industry in 2013 are at the "low consolidation "stage, when, Adidas has been a step forward a few steps behind this support is supply chain management. "We changed the market operation in China's business model. In the past, places great emphasis on the wholesale and retail business and r Cheap foamposites for sale elatively neglected, but later we found that this is not enough." High Skyline said. Want and the world's top retailers comparable Adidas to look aimed at the Spanish retailer Zara and Sweden's Hennes & amp; Mauritz AB, both fast fashion companies have in the Chinese market as the retail model. Adidas has been from the two companies "dig" talent. Focus Fashion Currently, Adidas is restructuring retail stores, the next two years, Adidas will launch subdivision counters in mainland China stores in 7000 to provide professional products to attract backpackers and even fashionistas. it has been respected fashion Adidas in the Chinese market, tasted the sweetness. Zhang said that in China, sports lifestyle is far from becoming mainstream, the demand for basic movement is not enough, fashion and sports style is very suitable for Chinese consumers. He said the sports brand Adidas as a hundred years, in the case of global resources, based on the field of professional sports, with the Chinese market under a lot of effort in terms of fashion. However, the general sports brand in sports on the basis of the properties are not strong enough to follow the style of the line, it is easy to fall into the casual wear market, "Red Sea" to go. The Adidas market segments in China to build a number of sub-brands, such as targeting youth fashion sports brand NEO series. 2012 Adidas focus on investment in the Chinese market including the launch of the first TV ad for the NEO brand. And compared to other Adidas sportswear are fast to build faster. High Skyline also revealed its plans in terms of outdoor category, "We found that Chinese consumers increasingly prefer outdoor lifestyle in China, mainly the northern region, we have opened 30 against in the outdoors store. "By the end of 2013, Adidas plans to expand the number of stores to 100 outdoors. adidas think there is an opportunity to point that children's clothing, children's clothing which has opened 500 stores in China, and will continue to invest in that category. In addition, high Skyline represents will continue to invest in women category. "Not that we did not previously pay attention to women's products, but the past few years, we found a trend, more and more brands stationed in Shanghai, stationed in China, a woman brought a very rich choice of numerous, each brand provided their unique product positioning, we found in the last two years, seems to be more difficult to catch before loyal women consumers into our shop inside to consume. "High Skyline said. 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